Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog...

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Transcript of Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog...

Page 1: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening
Page 2: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Why Social Media Matters

Page 3: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

1 - Marketers Realize that the Game has Changed

Online ActivityFemale

18+Index

Experienced Mom Index

New Mom Index

Visited social networking site 119 122 286

Publish / own a blog 109 123 270

One or more social networking profiles 101 109 184

Visited blogging sites 92 132 235

Visited both blogging site and social networking site

•98 110 262

Page 4: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

2 - Earned Media Can Optimize / Cut Media Spend

Page 5: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

3 - Proven New Source for Actionable Insights

Listening as Research &

Market Knowledge

Insight Driver

Efficiency Catalyst

Vitamin Boost

Listening as Brand Building &

Protection

Advocacy Builder

Insurance

Engagement Meter

Page 6: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

4 - Loyalty is no longer enough!

The Value Profit Chain (Heskett/Sasser 1/03)

1

Years of customer life

Profit from reduced operating costs

Profit from price premium

Profit from increased purchases

Profit from referrals

Base profit

Acquisition

2

34

5

6

0

THE REFERRAL SPECTRUM

Reviewing Products

Feedback & Complaint Sites

Product Mentions on Blogs

Message Boards

Testimonials in Communities

Answering Questions

Video Demonstrations

Loyalty

More Spend Per Buyer

Advocacy

More Media Per Buyer

User-Contribution

More Work Per Buyer

Page 7: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

How We Measure Social Media

Page 8: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

The BuzzMetrics Enterprise Strategy

• Premium Service

• Strategic Insights & Consulting

• Integrated Insights (Nielsen data, Global)

• Basic Analyst Services

• CGM Norms/Benchmarks/KPIS/Segments

• Connection to Business Processes

• Standard Analytics

• Data Cleaning & Relevancy

• Exclusive Data Collection

• Standard Data Collection

Commoditizing

Increase service at key accts

Drive integrated insights*

Step-change in consulting *

Nielsen’s Right to Win

Focused development here(KPIs, Norms, etc).

Investing in opening data to other systems *

Establish alliances to integrate high impact data (e.g.Facebook, BazaarVoice)*

*Creates channel opportunities

Page 9: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Over Ten Years of Experience Powers BuzzMetrics

Features are exciting, but accurate

data is what counts.

Technology alone is not the answer.

Additional context drives

actionability.

One size does NOT fit all.

CGM in a silo is limited in its value.

Trust in underlying data & insights

Experience & Service of the vertical CGM analysts

Contextof supporting Nielsen data

Flexibilityto adjust solution to needs

Strategy to leverage through the enterprise

Our Key Learnings Client Benefits

Page 10: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

BuzzMetrics Global FootprintNorth America • Latin America • Europe • Asia, Pacific India, Middle East and Africa • Greater China

CURRENT OFFERINGUS, Canada, UK, Italy, Spain, Germany, Australia, New Zealand, France, Japan, China, India (English only)

Q1+ 2010Brazil, Mexico, Korea, Taiwan, Singapore, Hong Kong, Argentina, Chile and Venezuela

Total # of employees focused on Buzz business: 200+ Delivery: 125, includes consulting, research and analytics Technology/R&D/Product: 45+ Sales : 200+ in Nielsen Online, many selling both audience

msmt and listening Data & Business Operations: 40+

Page 11: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

BuzzMetrics™ Offering: Full-Service & Flexible

Analyst AlertsClient Dashboards & Data Feeds Analyst Reports & Strategic Services

Use It For: At a glance brand metrics Self-service brand monitoring Analyst-Grade research tool Integration with other

applications

Use It For: Real-time reputation

monitoring Threat identification Intervention opportunity

spotting

Use It For: • Longitudinal brand tracking• Adjusting key launches, events• Deeper, brand Insights• Informing strategy

All of the above supported by our industry focused Social Media Analysts and/or Digital Strategic Services Consultants

Page 12: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Analyst Reports & Strategic Services

Customer

Service &

Checkout

• Keep finger on pulse of consumer sentiment toward brand and competitorsBrand Health Tracking

• Delve into specific issues facing brand or industry/category

• Identify opportunities, ideasConsumer Insight

• Assess impact of campaign; is marketing message resonating?

CampaignPlanning & Tracking

• Uncover and prioritize threats to brand image in real-time

ReputationMonitoring

• Identify customers in need of support & the issues they’re discussing; start outreachCustomer Relations

Augment existing research, layer CGM into customer satisfaction tracking

Page 13: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Our Data and Metrics

Page 14: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

BuzzMetrics: Built to Deliver Trusted Insights

14

BlogsBoards Groups

Proprietary Data

Social Networks

CleaningHarvesting

RelevanceAnalytics

World’s largest content reservoir Slice wisely for trusted, actionable insights

Control the harvest to ensure quality inputs

Filter the noise to focus on what matters

Vertical-focused, full-timeCGM analysts

Use other Nielsen data

for context and validation

Use spam identification algorithm to clean data

Key Belief: Combination of Technology & People is essential

Page 15: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Own the Harvest to Ensure Quality Inputs

Twitter* BlogsBoards and

ForumsSocial

Networking*Groups

Client CRM Data

Video*

Monthly Vol. (After

cleansing)

43MM 30MM 88MM 12MM 1.8MMClient

dependent1.1MM

Frequency Real-timeReal-time and daily

12hr-72hrs depends on site

12hr-72hrs depends on site

Real-time and daily

As fast as real-time

Real-time

Coverage Twitter~125MM identified

~8,000 ~20 ~50kClient

dependentYouTube

More in Q2

Traditional Media data is collected in real-time through a partner provider. 25k sites worldwide; ~20MM messages per month.

BuzzMetrics directly controls the collection of 90% of its content.

Collected by BuzzMetrics

Collected by Partners

Historical Data

20 months historical data. Ability to go back 3-5 years as needed.

* Major increases coming in Q2/3

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Own the Harvest to Ensure Quality Inputs

Local Flavor: Brazilian data available in both Portuguese and English Already pulling 1,000,000+ messages from Orkut and growing everyday Over 50,000 Brazilian blogs already crawled 600+ traditional media sources

Page 17: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Client Dashboard: Trended Report

Ipad Launch

Page 18: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Client Dashboard: CGM Type ComparisonReport

29% 46%

19%

5%

Page 19: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening
Page 20: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Individual Twitter Profiles

Author Tweet Profile Date# of

Followers

AllyLeeCuhh“Oh what! volkswagon is having roll

back prices this weekend can you say

BRAND NEW JETTA!!!!”

I try to tell you about my life in less than

140 characters. Follow me for the stuff

that happens”

December 25,

200964

kristancfan“my jetta is 2006, i bought it about 18

months ago, and put 21000 miles on it

since I got it! but hey, it gets great

MPG!”

Listening to DAUGHTRY Leave This

Town

December 20,

200946

lcboehms“just traded my 00 beetle in july for an

07 jetta. Thanks for tjhe elmhurst tip ill

remember that for next time!!”

things i love: cooking, baking,

kickboxing, colors, fonts, design, art,

music & my dog parker December 15,

2009126

jarod73 “Well now I own a 2009 VW Jetta.. I get

to pick it up tomorrow. It's been quite

stressfull. now i am going to have the

monthly car payment :(“

A guy in south Georgia who is into

movies, music, and computers....

December 18,

2009290

thepatrick75

“I own a 2005 Jetta and its incredible.

It's my 3rd VW. It has TONS of space

too!”

Actor (@alplm), Musician (@m4bk),

Photographer

(patrickrussell.com)...what else you

got?

December 14,

2009324

ozskier“Headed to the Volkswagen dealership

to put myself into debt and take delivery

of my new Jetta. Oh snap, I'm a sorority

girl.

Web developer, photographer, writer,

television and online personality for

Freeskier Magazine. I'm also a

swimmer, cyclist, skier and white guy

from New England

December 12,

2009998

Page 21: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Integrated Case Study: Super Bowl XLIV

All data points are represented as an index

about the mean. Mean = 100

In order to achieve breakthrough, brands need to perform strongly on both paid and earned media.

Page 22: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

Easy Control Win: Warm up the “Service” Interface

Old School: Feedback Form

• 360’ Consumer Radar

Attentive

• Easy to Use

Accessible

• Keeps them Coming Back

Engaging

• Brings other data to life

Integrated

• Replenishes, lives on

Sustainable

• Essential to Brand Building

Must-Have

CRM 2.0 Principles

Page 23: Why Social - Criança e Consumo · Visited social networking site 119 122 286 Publish / own a blog 109 123 270 One or more social ... The BuzzMetrics Enterprise Strategy ... Listening

People are talking: Brand Advocacy

From Twitter:

‘Blown away by Nielsen Buzz Metrics - even when I' ;m

feeling sick the smallest things please me!’

Date: 4/28/10

Author: WayneyBInOz

‘Nielsen Buzz Metrics is also a tremendous social media

monitoring tool, but its more enterprise level - takes $

investment and HR resources’

Date: 4/28/10

Author: chriskovac

From LinkedIn:

‘Hi Kim, Buzz Metrics is great. Feel free to send

me a note with a good time for you to further

discuss. -Brett [email protected]

Author: Brett S

Date: 4/27/10

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Thank you!